Customization key for baby, maternity biz

Companies in the baby and maternity business remain largely optimistic about prospects in China but said they need to roll out more customized products as challenges abound, according to industry experts attending the ongoing International Children Baby and Maternity Products Industry Expo.

The creation of new subcategories such as baby supplementary food, children's sunscreen and nutrients dedicated to children represent some of the latest growth points, company representatives and analysts said at the three-day event which ends on Friday in Shanghai.

While as many as 74 percent of surveyed companies reported sales growth, according to latest figures from expo organizer Informa Markets, they admit challenges such as a downward pressure in the birthrate.